Summary

• Starbucks sent an email on March 15th, announcing that its 'Odyssey Beta’ loyalty experience would close on March 31st
• The experience originally launched in December 2022 & has been considered a trailblazer to many, showcasing the potential blockchain-backed technology could bring to loyalty programs
• While Starbucks never removed ‘Beta’ from the program’s nameplate & continually had a waitlist to join, it is unclear if the ending of the program is tied to performance, changing business initiatives, or if it was a true testing ground
  • Starbucks has communicated the latter, indicating there is more to come within its closure announcement by teasing ‘The Journey Continues’ & also within their FAQ - mentioning excitement for the community to see what is next from the brand, as well as indicating the learnings will be used in broader initiatives in the future